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The impact of healthcare advertising on consumers regarding the choice of private hospitals in Dubai

Author

Listed:
  • Coşa Oana Ștefania

    (Valahia University of Targoviste, 13 Aleea Sinaia, Targoviste, Romania)

  • Radu Florin

    (Valahia University of Targoviste, 13 Aleea Sinaia, Targoviste, Romania)

  • Pehoiu Diana

    (Valahia University of Targoviste, 13 Aleea Sinaia, Targoviste, Romania)

  • Tăbîrcă Alina Iuliana

    (Valahia University of Targoviste, 13 Aleea Sinaia, Targoviste, Romania)

  • Radu Valentin

    (Valahia University of Targoviste, 13 Aleea Sinaia, Targoviste, Romania)

Abstract

This study sets out to review and contribute to the writings on healthcare advertising. In order to do so, the research’s main purpose is to depict aspects such as, how individuals in Dubai perceive healthcare advertising and advertising done by private hospitals. This will help marketers understand how these perceptions will further impact consumers’ choices of hospitals, as their main healthcare facilities in Dubai. Moreover, the study is sought to address several points such as healthcare delivery systems in Dubai and respective characteristics, economic expansion, and nonetheless brief examination of advertising implications in this industry. Also, a few concepts on marketing and communications, as well as some advertising theories are portrayed. Besides this, a more detailed literature review explores the beginnings of healthcare and hospital advertising and tracks consumers’ input toward hospital advertising throughout time. The study’s literature review also depicts the ethics and moral principles that surround healthcare advertising. In this way, the study approaches some points that with time have improved healthcare providers’ image and nevertheless changed their marketing practices and services into more sophisticated ones.

Suggested Citation

  • Coşa Oana Ștefania & Radu Florin & Pehoiu Diana & Tăbîrcă Alina Iuliana & Radu Valentin, 2022. "The impact of healthcare advertising on consumers regarding the choice of private hospitals in Dubai," HOLISTICA – Journal of Business and Public Administration, Sciendo, vol. 13(2), pages 132-149, December.
    • Handle: RePEc:vrs:hjobpa:v:13:y:2022:i:2:p:132-149:n:6
    DOI: 10.2478/hjbpa-2022-0020
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    References listed on IDEAS

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    1. Ganesh Iyer & David Soberman & J. Miguel Villas-Boas, 2005. "The Targeting of Advertising," Marketing Science, INFORMS, vol. 24(3), pages 461-476, May.
    2. Grigorescu Adriana & Lincaru Cristina & Pîrciog Speranta & Chiţescu Razvan-Ion, 2019. "Competitiveness and sustainable development in public services," Management & Marketing, Sciendo, vol. 14(1), pages 108-129, March.
    3. Nelson, Philip, 1974. "Advertising as Information," Journal of Political Economy, University of Chicago Press, vol. 82(4), pages 729-754, July/Aug..
    4. Florin Radu & Valentin Radu & Mirela Cătălina Turkeș & Oana Raluca Ivan & Alina Iuliana Tăbîrcă, 2022. "A research of service quality perceptions and patient satisfaction: Case study of public hospitals in Romania," International Journal of Health Planning and Management, Wiley Blackwell, vol. 37(2), pages 1018-1048, March.
    Full references (including those not matched with items on IDEAS)

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